Everyone must know by now that Aldi offers the same staples at better prices. It has invested a huge amount of creativity into establishing that. The supermarket chain is also well known anecdotally for its very strange special items.
Aldi is less well known for great fresh produce and even less so for local fresh produce. Now Aldi Australia has its sights on this new goal with BMF and Revolver/Will O’Rourke’s Andreas Nilsson providing the left-of-centre creativity to support it.
The Great Fresh Food Migration campaign is running nationally and includes TV, outdoor, in-store, digital, social and catalogue.
David Fraser and Dantie van der Merwe, creative directors, BMF, commented, “The food provenance category is full of earnest farmers and bountiful fields. This created a great opportunity to stand out, and ALDI was bold enough to take it.”
Mark Richardson, marketing director, Aldi Australia added, “We know that some Aussie shoppers can’t believe that our fresh produce can be both Australian grown and so affordable. So, we saw an opportunity to tackle this misconception head-on and reframe consumer perception.
“With a campaign like this, we could have easily fallen into the category clichés of squinting farmers, in fields, in Akubras. Instead, we wanted to show the migration of our glorious produce and meat as it travels from Aussie farms to ALDI stores. We’ve done it in a way that’s both memorable and builds on our challenger brand tone.”
This campaign follows ALDI Australia’s recent Good Energy announcement, a commitment to power all stores and warehouses with 100% renewable electricity by the end of 2021 – the first supermarket in Australia to do so.
Richardson stated, “Doing the right thing for our customers, whether that be supplying the best quality Australian produce, or reducing our impact on the environment, are commitments worth celebrating.”
Executive Creative Director: Alex Derwin
Creative Directors: Dantie van der Merwe & David Fraser
Associate Creative Director & Copywriter: Roy Leibowitz
Senior Art Director: Chris Wilson
Senior Designer: Fiona McLeod
Executive Planning Director: Christina Aventi
Group Strategy Director: Kinga Papp
Senior Strategic Planner: Kellie Box
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Deputy Head of Account Management: Aisling Colley
Senior Account Director: Hayley Basham
Senior Account Manager: James Arnold
Head of TV: Jenny Lee-Archer
Production Company: Revolver/Will O’Rourke
Director: Andreas Nilsson
Managing Director & Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Alex Kember
DOP: Lachlan Milne
Editing: Alexandre de Franceschi @ The Editors
VFX & Post Production: Alt.VFX
VFX Supervisor: Jay Hawkins
VFX Executive Producer: Tyrone Estephan
Music Composition: Elliott Wheeler @ Turning Studios
Sound Design: Rumble Studios
Art Buyer: Basir Salleh
Photographer: Gavin Johns
Producer: Audra Diciunas
3D Retoucher: Paul Gawman
Retoucher: Rhiannon Jasma
Production Director: Julie Sorrell